by Jamison Antoine

Q1 – You’ve been managing artists for over 10 years. How has your approach to management changed with the evolution of technology in the music space?

Andre Howard – The digital space is crowded…its up to me a manager to use technology to communicate with fans/consumers. This goes beyond just having a Twitter or Facebook account. As a manager, these are things I tackle based on the project I’m working on:

1) How are we cutting through the noise on the Internet?
2) How do we engage our audience?
3) How do we monetize and retain our audience.

Q2 – In the past few years companies like Root Music, Band Camp, and Tune Core have sprouted up offering artist services once performed by labels. Is there an app or platform that you feel is really moving the needle for artist?

AH – I think they all play an integral part in helping new & independent artists get their music to the masses. Now more than ever the DIY generation can literally be their own boss, take control of their own destiny. It’s evident when you have artist’s like The Civil Wars who won a Grammy and recorded with Taylor Swift this year and they’re independent serviced through an indie label via TuneCore.

One of the “new” companies to watch is Hello Merch, they allow artists to sell merchandise online and on tour without giving up merchandising right to 3rd party. This is a great service for those bands that are in the intermediate stage where they are literally starting to make a living off their art.

Q3 – Although apps and services make life easier for artists, what are the intangibles artist should keep in mind?

AH – These services make life easier if you are in what I call the “go mode.” If you have a growing a fan base, these services allow you to reach people globally at the click of a button. You can’t account for what it means for people to discover your art while passing their discovery along to their friends and peers. That’s an intangible you should be mindful of. The power of 10… if you have 1000 fans and 10% buys a single, that’s $100! That number will continue to grow.

Q4 – Recently we’ve seen artists wrestle with fans on Twitter from Chris Brown to Nicki Minaj. Who should be tweeting and posting when it comes to social media?

AH – Do I think artists should tweet, absolutely! It’s the most direct way to actually TALK to fans. The label & management should have a separate account from the talent themselves. This will allow them to promote releases, product and provide artist updates. I would say depending on your audience go to town with the tweeting but you have to be careful on what you put out there.

Q5 – What artist are you loving right now?

AH – Definitely my artist Tesla Boy, whose  single “Fantasy” is available on iTunes. I’m digging Little Dragon, Kendrick Lamar, Big Sean, Grimes, A$AP Rocky… I respect Wiz Khalifa too.

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